Getting Started with Segments

Your list contains a lot of information about your contacts, like when they were added to your list, where they live, and how they interact with your marketing. You can use this information to filter contacts into segments, and then target them with email or ad campaigns.

In this article, you'll learn how segments work in Mailchimp.


  • Segment
    We use the term segment in two ways: as a verb and a noun. To segment is to take the action of filtering and dividing similar contacts. The resulting list of contacts is also called a segment.
  • Subscribed contact
    Someone who has opted in to receive your email marketing campaigns.
  • Unsubscribed contact
    Someone who was opted in to receive your email marketing campaigns, but isn't currently.
  • Non-subscribed contact
    Someone who has interacted with your online store, but hasn't opted in to receive your email marketing campaigns.
  • Cleaned contact
    A non-deliverable email address. Hard bounces, as well as repeated soft bounces, become cleaned addresses.

About Segments

Segments are used to create target audiences based on shared data. When you create a segment, you'll set conditions to filter contacts based on the information that's available in your list. Each segment can include up to five conditions.

Here's an example: If you want to attract new subscribers to your online store, create a two-condition segment of contacts who signed up in the last 30 days but haven't made a purchase yet.

segment conditions, added in last 30 days, has not made a purchase

After you build the segment, you can target it with a welcome campaign or special offer.

You can build and save segments to use with email campaigns, ad campaigns, or both. If you're working with an email campaign, we'll automatically filter out anyone who isn't eligible to receive email marketing.

Segments can be created in either the Campaign Builder or the list view. Save a segment in the list view if you know you want to target the same contacts time after time. Create as many segments as you want, and add contacts to multiple segments.

For a shortcut to targeted email campaigns, Mailchimp offers a selection of pre-built segments in the To section of the Campaign Builder.

Create and Send to a Segment

Save and Manage Segments

About Pre-Built Segments

Segmenting Options

Mailchimp offers an extensive range of segmenting options, so you can you make the most out of your list. With the right kind of list data, you can create hyper-targeted segments of your contacts for email or ad campaigns. Just remember that your segmenting options will vary based on the list field data you've collected, and that all but subscribed contacts will be filtered from your email marketing campaigns.

Here are some examples of segments you can create.

  • Subscribed contacts who opened any of your last five campaigns
  • Subscribed contacts who didn't click in your last campaign
  • Subscribed, unsubscribed, or non-subscribed contacts who recently purchased a product
  • Subscribed, unsubscribed, or non-subscribed contacts who live in a certain location
  • Unsubscribed or non-subscribed contacts who spent more than $500 in your integrated e-commerce store

All the Segmenting Options

Common Segmentation Combinations

Enhance Your Segments

To increase your segmenting options, try some of Mailchimp's advanced tools. Use Social Profiles to segment contacts based on the sites they visit and the social networks they use.

Mailchimp Pro can help you create even more complex segments with its Advanced Segmentation tool, which is great for high-volume senders and users with large lists.

About Social Profiles

Segment a List by Purchase Activity

About Advanced Segmentation

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